Italians, peoples of saints, poets, and.. navigators. In the virtual sense of the term, it is more appropriate than ever to say it, after the recent data on the boom in subscribers to Facebook (21 million out of 27 million total web users, 93%), and the recent growth of Twitter, two million users with 3 "chirps" per second, and 200 per minute.
Innovative navigators, the Italians, but also traditionalists. As long as we talk, in fact, the good old email never sets, which would seem supplanted by the advent of social networks (and in other European countries, in fact, this is the case), but it is not at all: according to research conducted by ContactLab, an e-marketing company, every Italian has an average of 2,5 e-mail addresses, plus Facebook and whatnot. Only Germany equals us, while for example in the United Kingdom they are "satisfied" with two each.
But what good, one might ask, given that the flow is not what it once was? The Italian internet user is in fact the one who, between private and corporate emails, receives on average less in a day: only 22, even worse than a citizen of Spain, which is the country that uses the internet the least in general (less than 20 million users, 27 in Italy, almost 50 in Germany). The total flow of emails in Italy is only 700 million a day, compared to 400 billion in France or 600 billion in Germany. The major domains chosen remain Hotmail, Libero and Gmail.
The reason, always according to the research, could be the passion for newsletters: each of us, and especially the female audience, is in fact on average 8 registered, well above the European average (only France more), especially for offers of travel, work, and health/beauty products. In short, looking for the usual discount coupon.
And here Facebook comes back into play: one out of 4 Italians subscribes to newsletters via links from the fan pages of the social network.
Finally, we are a people of navigators, virtual, and even mobile: 30% read e-mail directly on their smartphone, whose most used (according to the answers of the interviewees, of course) neither Apple nor Android, but Nokia.
Read the full report by Contact Lab
